On Saturday 3rd June, the final of the European Champions League was contested between Real Madrid and Juventus at Cardiff’s Principality Stadium. We were following the event closely on social media using the Audiense Insights platform to gain an understanding of the audience following the game. Here’s what we found: Read More

What can audience data tell you about Trump’s supporters? Why did he resonate with them? What can marketers learn from this?

The 2016 US presidential election was arguably the world’s biggest story last year, with the manner in which it was conducted almost as big a story. Hillary Clinton hired a team which grew to over 800 people working specifically on her campaign, and which spent $332M on advertising, dwarfing her victorious rival’s spend. Donald Trump’s victory came despite only spending $18M on advertising, with a campaign team that consisted of 80 people in August, and didn’t grow far past 100. Yet his controversial messages and brash style connected with substantial swathes of the population, to the great surprise of almost all pollsters. Read More

At about 10pm on the evening of Monday 2nd May 2016, the most shocking thing in Premier League history happened, as the 5000-1 outsiders Leicester City confirmed their place as Premier League champions. It’s a fairytale story for the club, but the marketers who invested in them before the start of the season are also reaping the rewards. What can the social media data tell us about those who have followed the club this season? Read More

Last Tuesday our CEO and cofounder Javier Burón was invited to host The Drum’s weekly #SMBuzzChat, joining a list of previous hosts including heads of social from major companies, agency founders, and award-winning marketers. Given the new series of Game Of Thrones began at the weekend, the topic of brands taking advantage of the second screen experience was a timely one to discuss. Read More

Twitter recently discovered that 70% of Twitter users share Tweets about TV shows they’re watching and 11% say they cannot watch TV without Twitter. So it came as small wonder when Netflix’Making A Murderer took Twitter by storm earlier this year. Conversations around TV shows on Twitter can be a goldmine for marketing teams in the TV industry. They not only get the whole landscape of conversation but also get an idea about media consumption patterns. Read More

It’s time to banish all assumptions made about your audience. The newly launched Affinity and Intersection Report within the Audiense platform lets you visualises the affinities of an audience, based on what they say, how they engage and the social graph. The Intersection Report shows how your brand’s audience overlaps with that of your competitors. Read More

A study by Hubspot revealed that only 21% of marketers feel that they have an optimised content strategy. Content is the biggest marketing trick in 2016, and more marketers need to embrace insight driven content marketing. And what better way to get insights than from Twitter? The network’s public nature allows you to dig deep into the treasure trove of data to collect insights.Read More

With Christmas trees up all over the country, top campaigns of major retailers are well underway and have once again dominated conversation when they were unveiled. But these campaigns don’t just provide the brands with festive customers, they also have the potential to provide a vast amount of Twitter data on their audience which can be used for future campaign actions, audience research, and competitor comparisons. Whose campaign reached the audience they were aiming to? Who had the largest unique audience for their campaign? What were the defining personality traits of the audience? Whose audience was the most likely to respond to Twitter Ads? The answers to all of these questions can be found by looking at the people who responded to the campaigns. Read More